| Bliss Ring Tones |
| Saturday, 31 January 2004 | |
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Promotions & Incentives February 2004 - Strategy and objectives: Bliss wanted to position the magazine as innovative, to reward loyal readers and provide an extra incentive to buy the magazine. Brand: BlissClient: Emap Agency: Flytxt Budget: Undisclosed For its November 2003 edition, it offered free mobile ring tones and logos, claiming this was the first time that ring tones had been offered as a covermount on a magazine. Readers registered for free mobile rewards, such as 10,000 available ring tones of Guilty by Blue and mobile logos of a cheeky monkey face. Readers had to text the words "ring tone" followed by the manufacturer's phone make or "logo" followed by the network operator to receive their reward. Dave Barker, commercial director at Flytxt, says: "Mobiles are part of the lives of people who read this magazine. We decided to tie in mobile content to give readers something that they wanted and that also gave us the opportunity to grow our database of mobile numbers. Bliss product manager adds: "In future, we may look as a more sophisticated offer, with a choice of songs or the option of downloading a true tone, poly-phonic or standard ring tone." Results: The covermount had a 100 per cent redemption rate, with all ring tones and offers being redeemed. Expert's view: Laura James, media director at PHD, says: "the essence of a good covermount is a vehicle that enhances brand values, is relevant to the readership and provides genuine perceived added value. Mobile phones are a vital part of the life kit of this age group and thus this covermount is relevant and encourages interaction with the Bliss brand." © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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